-- Confidential and Proprietary -- Beyond the Blog: ROI of Web 2.0 Program & Where to Start September 25, 2008 Compelling Content Experiences John Della Volpe & Jonathan Chavez

ROI of Web 2.0 Hard Measures  Lead Generation  Product Development  Customer Support Soft Measures  Brand Building  Marketing Research  Public Relations -- Confidential and Proprietary --

Case Study. Thoroughbred Horse Racing Thoroughbred racing had a new CEO but faced old problems  Use of steroids and breakdowns seriously damaging sport’s image  Growing lack of relevance to emerging fan audiences  Limited exposure in media and marketing budget -- Confidential and Proprietary --

Case Study. Thoroughbred Horse Racing Objective of Web 2.0 Program  Create new channels to communicate directly with fans  Partner with fans to develop meaningful reforms  Empower fans to help execute reform and marketing plans – peer to peer, bottom up rather than TV and top down -- Confidential and Proprietary --

Case Study. Thoroughbred Horse Racing -- Confidential and Proprietary -- “The ultimate power within this game lies with those whose wagering dollars fuel the pari-mutuel engine. Because these people are largely nameless and faceless, their potential too often goes untapped. This is a mistake that the industry can no longer afford to make. In the coming months, you can expect to hear the NTRA speaking up on a number of key issues. To our horseplayers, we at the NTRA give our word that you will be an important part of that process. We’ve always appreciated your business. We will now do a better job of appreciating your ideas.” - Alex Waldrop, March 7, 2008

Case Study. Thoroughbred Horse Racing Five Steps to Web 2.0  Breakfast   “A New Way Forward”  “Straight Up”  Ask for more -- Confidential and Proprietary --

Case Study. ROI of 164% in 8 Months. Lead Generation  Created 100% volunteer-led Ambassador Program.  Pilot test for seven sessions,137% booking.  23% 1 st time customers.  Almost all said they’d come back and bring friends. -- Confidential and Proprietary --

Case Study. ROI of 164% in 8 Months. Product Development.  Recruited active commenters on our blog and other bloggers based on ORBIT.  Created online community, 1,094 messages between members in 5 weeks.  Result is 48 page strategic presented at industry summit. -- Confidential and Proprietary --

Case Study. ROI of 164% in 8 Months. Customer support.  801 comments on a blog in 48 hours. Release valve.  Personal responses to questions, comments and complaints. -- Confidential and Proprietary --

Cast Study. ROI of 164% in 8 Months. Brand building.  CEO interviewed on NBC Sports, Charlie Rose, New York Times – referred to as CEO blogger. Connected to fans. A new day for the sport. -- Confidential and Proprietary --

Cast Study. ROI of 164% in 8 Months. Marketing Research.  No decisions are made without the input or consultation with customers/fans.  Database of 140,000 core customers brings cost of research down 50% compared to old methods. -- Confidential and Proprietary --

Cast Study. ROI of 156% in 8 Months. Public Relations.  After 2 day meeting in Las Vegas, the most prominent bloggers considered “retirement” – “nothing to complain about.”  After a “dream come true” weekend, they will and they have championed our client and their agenda. -- Confidential and Proprietary --

ROI Calculations  These initiatives have given NTRA marketing and technology flexibility. To value flexibility, we used Black- Scholes based model.  Three costs: consulting fees, technology, time. All three are mitigated by expected risk within the sport and need for crisis communications.  Taking all these factors into account, Total Economic Impact of our efforts is 164% (71% if instituted individually). 43% “Straight Up” blog; 41% Idea Mine; 16% ORBIT Report. -- Confidential and Proprietary --

Be explicit about your objectives. -- Confidential and Proprietary --

Three Questions To Ask  Are more people engaging in a dialogue with our company more often?  Is that dialogue translating itself into more action (sales, ideas, etc.)?  Is that action helping our company meet its objectives? -- Confidential and Proprietary --

What metrics should be used? -- Confidential and Proprietary --

ORBIT™ Methodology -- Confidential and Proprietary --  Conversation relocation is a goal of most good Web 2.0 initiatives, and free tools do not do an adequate good job measuring it.

How to get started for next to nothing. -- Confidential and Proprietary --

Get to know Google. -- Confidential and Proprietary --

News cycles and search volume -- Confidential and Proprietary --

Alerts -- Confidential and Proprietary --

Insights -- Confidential and Proprietary --

Adwords -- Confidential and Proprietary --

Blog monitoring. A lot of tools, none of them perfect. -- Confidential and Proprietary --

Monitoring Social Networks. It’s hard. -- Confidential and Proprietary --

Message boards still matter. -- Confidential and Proprietary --

And, don’t forget about the mainstream. -- Confidential and Proprietary --

Start today. -- Confidential and Proprietary --